This book is not a textbook, although it contains specific recommendations and examples. These are, first of all, practice notes. Jeffrey Fox, a world-renowned marketing expert, declares war on “professional mystique,” refuting the claim that “50% of advertising is completely useless, but no one knows which 50%.” He insists that the criteria are simple and obvious, and the point of marketing is to build and maintain an effective mechanism of relationship with the client, and nothing more. Written in a bright and aphoristic language, the book will help you look at the work of a marketing specialist without unnecessary illusions and warn from many mistakes. The book is addressed to marketing specialists, managers, executives and owners of small and medium-sized businesses, as well as those who are just planning to open their own business.